Note:

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Content

The unit consists of 11 modules built around the integrative nature of the marketing process and its role in achieving corporate objectives. Topics include the marketing process; the marketing environment; market research and information systems; segmentation; targeting and positioning; buyer behaviour, pricing consideration and approaches; integrated marketing communication; products and new product development; distribution; international marketing; marketing strategy and planning and the implementation and control of marketing programs. Emphasis is placed on the management decision-making process through the use of case studies. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of the participants' work environment.

Assessment

Written Assignment (Group/up to 4 students or Individual) 4000 words 40%, Examination 2 hours 60%, Hurdle requirement: achieve at least 50% of the marks available on the examination.

Unit Fee Information

Student Contribution Rate*

Student Contribution Rate**

Fee rate - Domestic Students

Fee rate - International students

$1224

$1224

$2777

$3467

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010** Rate for CSP students who commenced Education and Nursing units pre 2010Please note: Unit fees listed do not apply to Deakin Prime students.